1. What is Provider Behavior Change Communications? SESSION 2

2. Session 2: Objectives  Where are we now?  Where are we going?  How will we get there? Provider Behavior Change Communication (PBC)… SLIDE 2

3. Positively influence individual provider behaviors Provide solutions to provider needs to motivate behavior chang e What is PBC? SLIDE 3 The goal of medical dethe medical rep to …tailing is for 1 The goal of Provider Behavior Change Communication (PBC) is for the medical rep to …

4. ►Interacts with providers ►Is credible in the eyes of providers ►Has rapport-building, communications and persuasion skills ►Has received appropriate training on the products and/or therapies ►Has been advised of any regulatory or compliance guidelines regarding what can and cannot be discussed with providers Who can conduct a medical detail? SLIDE 4 The goal of medical dethe medical rep to …tailing is for 1 Provider Behavior Change Communication (PBC) can be performed by anybody who…

5. The Adoption Stairway SLIDE 5

6. How will we get there? SLIDE 6 The goal of medical dethe medical rep to …tailing is for 3

7. Reinforcing the solution’s value Territory planning Delivering a solution Uncovering provider needs Coaching and support helps! (from your manager) Step 1Step 3Step 4 The PBC Process – Used by the Best Detailers A specific process is followed by the best medical detailers 3 SLIDE 7 Step 2

8. The PBC Process – Used by the Best Detailers This workshop will focus on best practices and practical tips for each step in the PBC process SLIDE 8 Reinforcing the solution’s value Territory planning Delivering a solution Uncovering provider needs Coaching and support 1 2 34 Provider Profiling Prioritizing & Planning Uncovering Provider Needs Value Propositions Features and Benefits Overcoming Objections Maintaining Behaviors Monitoring & Management Tools Coaching and Working with Your Manager

9. SLIDE 9 Medical detailing is a behavior change intervention that is one component to lead us to project deliverables PBC will help you be more effective in accomplishing PSI’s overall objectives Many individuals in your community could receive a medical detail Behavior change results from moving providers along the adoption ladder and removing barriers from advancing from one step to another OAM When providers receive medical details and change their beliefs and their behavior… it is uncomfortable. Change is uncomfortable! You help make it comfortable by taking small ‘steps’ (adoption stairway) What is Provider Behavior Change Communication? Recap